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TV Universe Estimates 2020

Introduction

India is home to 1.3 billion people and more than 300 million households1 with diverse cultures. However, while TV owning households in the country represent about 2/3rd of all households, they have been increasing and have doubled over the past two decades (Figure 1). Trends using census data and the past 2 Broadcast (BI) studies, suggest a drop in the family size and an increase in the count of homes.

TV Penetration

70% 64% 66% 60% 54% 47% 50%

40% 32% 30% 20% 10% 0% Census 2001 Census 2011 IRS 2013 BI 2016 BI 2018

Figure 1. TV Penetration in India

TV Universe Estimates (UEs) play an important role in the structuring of BARC India’s sample design, ensuring the panel reflects a true microcosm of India. Updated TV UEs ensure that the weighting and calibration systems properly, and accurately, project audience estimates to the population and are of any bias.

The last update of TV UEs was done in 2018 after the establishment study known as Broadcast India (BI) 2018. While there were plans to conduct BI 2019 and BI 2020 surveys, at the advice of the industry, BI 2019 was not conducted due to NTO, and subsequently, due to COVID nationwide lockdowns, fieldwork could not be conducted for BI 2020. In the absence of field work, BARC India team, along with the BARC Technical Committee (TechComm), has evaluated multiple options and identified the best and the most suitable method for updating TV UEs. Based on the recommendations, it was decided to keep projection date as 1st March 2020 for TV HH and individuals.

The detailed methodology is mentioned in the next section.

1 BARC India. (2018). Broadcast India 2018. TV UEs 2020 is the intellectual property of BARC India, and all copyrights are reserved. P a g e | 1

Methodology In the recent past, BARC India has also observed changes in the composition of NCCS (i.e., socioeconomic status) and Mode of Signal Reception (MOSR) which are corroborated with other studies such as readership surveys. By continuing to sample the panel against dated NCCS profiles, MOSR distribution and assumed growth in TV households, audience estimates will not be reflective of What India WatchesTM.

TV UEs have been developed by computing the Linear growth of TV Households and TV Individuals from the past two Broadcast India studies (i.e., BI 2016, BI 2018) at Geographic and Demographic levels. The distribution of the TV population by NCCS was then taken from the latest Indian readership survey.

Linear growth is computed using following formula y = b0 + b1x y = 2020 estimate b0 = BI 2018 estimate b1 = monthly growth rate between BI 2016 and 2018: (BI 2018 estimate – BI 2016 estimate) / number of months between projection points x = number of months between 2020 and BI 2018 projection points

Results: TV Homes in India increased by 6.9% to 210 million from previous 197 million in 2018. TV viewing Individuals grew by 6.7%, effectively an increase of 56 million (Figure 2, Figure 3).

TV Homes TV Individuals

210.2 892.0 196.7 835.8 183.1 779.8

BI 2016 BI 2018 UE 2020 BI 2016 BI 2018 UE 2020

Figure 2. TV Households in India (in Millions) Figure 3. TV Individuals in India (in Millions)

TV households have increased in Urban and Rural markets by 4% and 9% respectively. In absolute terms, there is an increase in TV households of nearly 3.2 Mn in Urban India and 10.3 Mn in Rural India. TV households grew in all town classes of Urban markets with megacities growing by 6%. (Figure 4, 5)

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TV Households by Urban and Rural split 119.2 108.9 98.6 84.4 87.8 91.0

Urban Rural BI 2016 BI 2018 UE 2020

Figure 4. TV Households (Millions) by Urban and Rural

TV Households by Urban Pop Strata 23.6 23.8 24.3 24.7 21.5 22.8 21.9 22.8 20.3 20.0 18.6 19.3

Megacities 10-75L 1-10L Below 1L BI 2016 BI 2018 UE 2020

Figure 5. TV Households (in Millions) by Urban Pop strata TV households have increased in all reporting States/State Groups in 2020. The growth in overall HSM states is relatively higher than the South states due to an already high TV penetration. /, /NE and have seen double digit growth in TV households (Table 1).

Table 1. TV Homes by State/ State Groups (in Millions) TV Homes (Mn) BI 2016 BI 2018 UE 2020 % Change vs 2018 India 183.1 196.7 210.2 7% HSM 119.5 128.4 138.3 8% Assam/NE/Sikkim 4.9 6.0 6.8 14% Bihar/Jharkhand 6.5 8.0 9.9 23% 5.2 5.4 5.6 4% Guj/D&D/DNH 11.8 12.3 12.9 5% Har/HP/J&K 6.2 6.4 6.5 2% Mah/ 22.2 23.7 25.5 7% MP/ 14.3 15.3 16.4 7% Odisha 5.4 6.0 6.8 13% Pun/Cha 5.8 6.2 6.6 7% 7.8 8.4 9.1 9% UP/ 16.0 16.5 17.0 3% 13.5 14.3 15.3 7% SOUTH 63.5 68.4 71.9 5% AP/ 20.8 23.2 24.6 6%

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Karnataka 14.1 15.3 16.1 6% 7.8 8.2 8.6 5% TN/Pondicherry 20.9 21.7 22.6 4%

In the recent years, a limited number of media studies have been conducted (e.g., Indian Readership Survey - IRS). These studies have indicated that the NCCS profile of the Indian population is changing as people have been moving up on the socioeconomic pyramid. BARC India has also observed this change in the NCCS profile of TV Panel households. As per the updated UEs, the proportion of NCCS A and B have increased to 27% and 31% respectively while NCCS DE have further contracted to 9% of overall TV households in the country. (Figure 6, Table 2)

All India NCCS Distribution Table 2. NCCS Household Distribution (All India) 66.2 68.368.4 59.3 56.0 55.3 NCCS BI 2016 BI 2018 UE 2020 49.5 42.1 A 21% 21% 27% 38.7 35.5 31.1 B 27% 28% 31% 19.7 C 32% 35% 33% DE 19% 16% 9%

A B C DE Total 100% 100% 100%

BI 2016 BI 2018 UE 2020 Figure 6. Households by NCCS (in Millions)

Composition of Mode of Signal Reception (MOSR) in the country has also changed over this period. The share of DD Free Dish has increased to 19% from 13% in 2018, and the share of Cable TV2 has decreased to 48% (Figure 7).

63% MOSR Distribution at India 55% 48%

31% 32% 23% 19% 12% 13%

2% 1% 1%

Cable DTH Pay DTH Free Terrestrial (Normal Antenna)

BI 2016 BI 2018 UE 2020 Figure 7. MOSR Distribution TV Individuals have seen an increase across age groups and sex. The growth of Females is higher, driven by Rural India (Table 3). There has also been an increase in the population of Kids (i.e., 2 to 14 years) and 22 to 40-year olds in Rural India being higher than other age groups. (Table 4).

2 Cable TV includes Digital Cable and where still present, Analogue Cable connections TV UEs 2020 is the intellectual property of BARC India, and all copyrights are reserved. P a g e | 4

Table 3. TV Individuals by Sex (in Millions) All India TV Individuals (in Millions) % Change over 2018 Sex Urban Rural Total (U+R) Urban Rural Total (U+R) Female 187.1 248.3 435.4 4% 10% 7% Male 196.7 259.9 456.6 3% 9% 6% Total 383.8 508.2 892 3% 9% 7%

Table 4. Individuals by Age Groups (in Millions) All India TV Individuals in Millions % Change over 2018 Age Groups Urban Rural Total (U+R) Urban Rural Total (U+R) 2 to 14 87.8 141.8 229.6 3% 13% 9% 15 to 21 55 73 128 4% 6% 5% 22 to 30 71.3 86.9 158.3 5% 10% 7% 31 to 40 63.8 76.1 139.9 3% 10% 7% 41 to 50 47.3 56.2 103.5 2% 7% 4% 51 to 60 30.6 37 67.7 3% 8% 6% 61+ 27.9 37.1 65 2% 7% 5% Total 383.8 508.2 892 3% 9% 7%

Simulation of the New UEs on TV Viewership Data The increase in the TV population has resulted in an overall growth in TV viewership. In line with the pattern of regional growth of the population, TV viewership has grown more in Bihar/Jharkhand, Assam/NE and Odisha (Table 5). Similarly, TV viewership of upper NCCS (A and B) has increased due to increase in population while lower NCCS profile (NCCS CDE) has seen a drop of around 12% at all India level. (Table 6). TOTAL TV Viewership (AMA’000s)

Table 5 - TOTAL TV Viewership (AMA’000s) by State/State Groups Regions (Ind 2+) OLD NEW Index India 89061 93797 105 HSM 54733 58300 107 Assam/North East/Sikkim 2234 2653 119 Bihar/Jharkhand 3430 4168 122 Delhi 2863 2973 104 Guj/D&D/DNH 5295 5509 104 Har/HP/J&K 2619 2634 101 Mah/Goa 11381 12089 106 MP/Chhattisgarh 6080 6389 105 Odisha 2739 3094 113 Pun/Cha 2688 2818 105 Rajasthan 2610 2810 108 UP/Uttarakhand 6785 6879 101 West Bengal 6010 6284 105

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South 34328 35497 103 AP/Telangana 11305 11861 105 7953 8239 104 Kerala 3368 3487 104 TN/Pondicherry 11701 11910 102 Individuals 2+, Average of Weekly AMA’000s (Avg.), Week 1 to 4, 2021

Table 6 - TOTAL TV Viewership (AMA’000s) by NCCS Regions Target Group OLD NEW Index Universe (2+) 89061 93797 105 NCCS A 17311 23012 133 India NCCS B 25103 29633 118 NCCS CDE 46647 41152 88 Universe (2+) 54733 58300 107 NCCS A 11382 14666 129 HSM NCCS B 15191 17957 118 NCCS CDE 28160 25678 91 Universe (2+) 34328 35497 103 NCCS A 5928 8346 141 South NCCS B 9912 11676 118 NCCS CDE 18487 15475 84 Individuals 2+, Average of Weekly AMA’000s (Avg.), Week 1 to 4, 2021

When comparing the viewership with old UEs, Genres operating at National and HSM level have shown a higher growth with few genres, such as News, Sports, English Movies and Devotional/Spiritual, showing a double-digit growth (Table 7).

Viewership (AMA’000s) comparison by Genre

Table 7- Key Genres Viewership (AMA’000s) at India and HSM Individuals 2+ Individuals 15+ Individuals AB 2+ Genre Region OLD NEW Index OLD NEW Index OLD NEW Index Hindi-GEC HSM 20916 22132 106 15843 16675 105 10220 12473 122 Hindi-Movies HSM 12041 12601 105 9444 9835 104 5404 6589 122 Hindi /Regional /Business News HSM 2672 2953 111 2320 2563 110 1771 2147 121 English Channels India 489 542 111 408 452 111 300 364 121 English-Movies India 132 146 110 103 113 110 82 98 118 English-GEC India 7 9 117 7 8 117 6 7 120 Kids India 6085 6434 106 3637 3802 105 3049 3761 123 Music India 3676 3782 103 2919 2992 103 1592 1975 124 Sports India 1064 1168 110 895 982 110 626 768 123 Infotainment India 410 442 108 314 339 108 237 291 123 Devotional/Spiritual India 405 456 113 361 406 113 260 324 125 Lifestyle India 78 86 109 63 69 109 47 57 121 Average of Weekly AMA’000s(Avg.), Week 1 to 4, 2021

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Viewership (AMA’000s) comparison of South regional genres: Since the TV population increase is lower in the South market compared to HSM, viewership increase of Southern genres is also comparatively lower. Movies has dropped marginally at Individuals 2+ while there is more than a 40% increase at NCCS AB. (Table 8).

Table 8 - Viewership (AMA’000s) of South Regional Genres at Respective State/State Group Individuals 2+ Individuals 15+ Individuals AB 2+ Genre Region OLD NEW Index OLD NEW Index OLD NEW Index Telugu Channels AP/Telangana 10163 10669 105 8410 8803 105 3879 4758 123 Telugu GEC AP/Telangana 6439 6764 105 5364 5619 105 2479 3038 123 Telugu Movies AP/Telangana 2133 2228 104 1738 1806 104 768 943 123 Kannada Channels Karnataka 5820 6054 104 4788 4956 104 2422 3434 142 Kannada GEC Karnataka 4073 4274 105 3351 3499 104 1759 2489 141 Kannada Movies Karnataka 971 963 99 799 787 98 328 469 143 Channels Kerala 2902 3003 103 2479 2567 104 2068 2154 104 Malayalam GEC Kerala 2045 2114 103 1756 1817 103 1454 1514 104 Malayalam Movies Kerala 402 412 102 341 348 102 281 288 102 Tamil Channels TN/Pondicherry 10526 10695 102 8830 8970 102 5078 6684 132 Tamil GEC TN/Pondicherry 7393 7513 102 6231 6328 102 3555 4682 132 Tamil Movies TN/Pondicherry 1709 1706 100 1425 1423 100 782 1029 132 Average of Weekly AMA’000s(Avg.), Week 1 to 4, 2021

Viewership (AMA’000s) of other Regional genres: Viewership of Bhojpuri, Assamese and Oriya channels have grown significantly higher than other genres (Table 9).

Table 9 Viewership (AMA’000s) of Other Regional Genres at Respective State/State Group Individuals 2+ Individuals 15+ Individuals AB 2+ Genre Region OLD NEW Index OLD NEW Index OLD NEW Index Marathi Channels Mah/Goa 3567 3940 110 3003 3301 110 2210 2777 126 Marathi-GEC Mah/Goa 2515 2802 111 2114 2341 111 1595 2016 126 Marathi-Movies Mah/Goa 583 622 107 485 516 106 317 390 123 Bangla Channels West Bengal 3689 3866 105 3050 3193 105 1223 1537 126 Bangla-GEC West Bengal 2861 2993 105 2365 2471 104 943 1183 125 Bangla-Movies West Bengal 371 378 102 291 297 102 81 104 128 Assamese Channels Assam/NE/Sikkim 225 263 117 181 210 116 125 142 113 Bhojpuri Bihar/Jharkhand 313 375 120 236 281 119 115 166 144 Gujarati Channels Guj/D&D/DNH 348 363 104 294 303 103 187 223 119 Oriya Channels Odisha 1425 1637 115 1176 1344 114 533 777 146 Punjabi Channels Pun/Cha 686 737 107 581 628 108 485 576 119 Average of Weekly AMA’000s(Avg.), Week 1 to 4, 2021

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Viewership (AMA’000s) of HD Channels Regional genres:

HD Viewership has grown by 15% at all India level with relatively higher growth observed in Bihar/Jharkhand, Karnataka, and Rajasthan (Table 10)

Table 10 - HD Viewership (AMA’000s) by State/State Groups HD Channels OLD NEW Index India 1926 2220 115 HSM 1099 1284 117 Assam/North East/Sikkim 97 112 116 Bihar/Jharkhand 88 116 132 Delhi 141 155 110 Guj/D&D/DNH 102 112 110 Har/HP/J&K 41 45 110 Mah/Goa 296 361 122 MP/Chhattisgarh 65 75 115 Odisha 30 35 117 Pun/Cha 27 29 109 Rajasthan 31 38 121 UP/Uttarakhand 100 111 111 West Bengal 80 94 117 South 826 937 113 AP/Telangana 423 470 111 Karnataka 143 187 130 Kerala 65 66 102 TN/Pondicherry 195 213 109 Average of Weekly AMA’000s(Avg.), Week 1 to 4, 2021

TV Viewership has grown on Free and pay platforms with higher growth observed on Pay platform (Table 11).

Table 11 Total TV Viewership (AMA’000s) on Pay and Free Platform at HSM HSM/ Ind 2+ OLD NEW Index Pay Platform 40820 43842 107

Free Platform 13913 14458 104 Average of Weekly AMA’000s(Avg.), Week 1 to 4, 2021

Planning for Broadcast India (BI) 2021, using the former methodology of a large-scale establishment survey, is underway and we expect to start the fieldwork soon, assuming no disruptions due to the renewed pandemic concerns. The panel will further be revamped basis the findings of this study so that we continue to accurately report What India WatchesTM. BARC India is updating the TV Universe Estimates and, viewership data reported from Week 14, 2021 onwards, will be based on the revised estimates.

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LEGAL DISCLAIMER

The TV UNIVERSE ESTIMATE (UE) 2020 is the sole and exclusive property of BROADCAST AUDIENCE RESEACH COUNCIL (BARC India). The TV UEs presented and provided herewith, is the intellectual property of BARC India, and all copyrights are reserved. The information, data and insights contained are solely for BARC India subscribers and authorised recipients only and it is strictly permitted for use by the rightful users of BARC India’s YUMI ANALYTICS software. Creation of any derivative work and/or sharing of this data in any manner whatsoever are strictly prohibited without the written and explicit consent of BARC India.

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